How to Stop Wasting Money on Dead Email Addresses
Posted on March 30th, 2010 by JadenWhat happens when your email database reaches maturity? Over the years, you’ve nurtured strong followers of your brand and every month, new subscribers are added. If you’re like most companies, you’ve also added some casual followers who tried you out for a while but lost interest and, even though they’re no longer interested, just never got around to unsubscribing from your list.
The end result can be a list that’s carrying a lot of deadwood – lifeless email addresses that cost you money. Open rates and click rates go down, ROI decreases and you worry that your email program has stopped working. It hasn’t.
It’s just time to do a little spring cleaning.
Cleaning your email database can be a scary process because it means saying goodbye to people who you believe could be prospective customers. Don’t worry – keep reading to learn a simple five step process that will tell you who to keep and who to let go.
Step One: Face Reality
Is your email program healthy? Are you keeping the promise you made to subscribers when they joined your list? Or have you let things slide? If you have, you’re not alone. Often we hear new clients tell us that they haven’t been able to send their emails out in several months because they got too busy with other things and just kept putting it off, or they wanted to save money during the downturn and thought that skipping an email here and there wouldn’t make a difference.
No matter what the reason, if you’ve let your email program slide, it’s cost you customers. That’s ok – if you’re willing to recommit to your program, with a little work you can get everything back on track. Even if you haven’t (pat yourself on the back!) it’s likely that some of your subscribers have moved on without telling you. When you let them go your costs will go down and your results will either stay the same or improve.
Once you accept that size isn’t everything, it’s time to move on to step two.
Tagged with: Email Marketing • email re-engagement • re-engagement • re-engagment campaigns
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